OPPO emerged as the leading smartphone brand in Southeast Asia for the first time, according to Canalys. The brand managed to outsell its competitors in 2024 by shipping an impressive 16.9 million units across the region, securing an 18% market share and marking a 14% annual growth.
The brand’s success in the region was primarily driven by the strong sales of its A18 and A3x models. These models’ popularity propelled OPPO to the top of the leaderboard, displacing other major players in the market.
Samsung followed closely at the second spot with 16.6 million units shipped and a 17% market share. Despite a decline in overall shipments, Samsung’s average selling price (ASP) saw an increase of 14%, rising from USD 285 in Q4 2023 to USD 326 in Q4 2024. This boost was attributed to improved sales of its higher-end models, such as the Galaxy A55 and the Galaxy S series, which compensated for the declining volumes in its mass-market models like the A1x and A2x.
In the third position, TRANSSION and Xiaomi shared the spotlight, each capturing 16% of the market. vivo rounded out the top five with a 13% market share. The brand recorded its best quarter since 2022, shipping 3.5 million units and securing a 14% market share, driven by the Y19s.
Globally, the smartphone market experienced a 7% growth in 2024, with total shipments hitting 1.22 billion units. This marked a significant rebound after two consecutive years of declines. Runar Bjørhovde, an analyst at Canalys, highlighted that 2024 was a comeback year for the industry, delivering the highest annual global shipment volume post-pandemic.
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